An exploration of celebrity business ventures and their appeal to fans and non-fans
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DOI: 10.1016/j.jretconser.2019.102004
Abstract: Abstract Recently, an increasing number of celebrities have launched their own businesses. Although celebrity entrepreneurs may expect their credibility to enhance customers’ purchase intentions, this study does not find this effect. Instead, it finds that… read more here.
Keywords: celebrity; business ventures; brand; exploration celebrity ... See more keywords